I will list on page and off page variable for Search Engine Optimization (SEO).

Variables that affect ranks in a positive way (these factors probably will not change over time, these are some of the most important variables):

Keywords in your copy.
• Link popularity.
• Keywords in the title tag.
• Listings in directories.

Variables that affect ranks in a negative way (these factors probably will not change overtime):

• Spamming by using the same word or phrase several times in your title, meta tags, or text.
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